Danish company Lego said it will use paper inside its boxed sets, replacing the current plastic bags containing its ever popular toy bricks.
Lego aims to start making the switch next year and expects plastic bags – containing loose bricks – to be completely phased out in the next five years.
The company, whose ambition is to make all its packaging sustainable by the end of 2025, said the paper bags, which are recyclable, are easier for children to open.
Lego said children had written to the company asking it to drop the plastic bags. The company said it would be investing up to $400m (£310m) over three years to improve its sustainability efforts.
“We have been exploring alternatives for some time and the passion and ideas from children inspired us to begin to make the change,” said chief executive Niels B Christiansen.
As consumers become more vocal about their environmental concerns, Lego and other big brands have been looking at ways to reduce plastic use. Monopoly maker Hasbro has also announced plans to eliminate plastics in its packaging.
Lego’s bricks are also made of plastic, but the company is looking to expand the use of bio-bricks. Currently around 2% of its pieces, such as trees and bushes, are made of sugar cane.